In the Bay Area, content creation isn’t always just about gaining likes and followers. Some creators are also using their platforms to bring people together, highlight issues and make an impact within their communities.

A growing number of creators in the region have found ways to connect with people both in-person and online, bringing videos and stories together in a casual, supportive space. While some viral creators can bring in upwards of $100,000 per year, most barely make around $15,000.

And while most use the money as a reinvestment into their craft, some use it to give back to their communities.

An internet sensation, and also an independent rapper who does behind-the-scenes content, LaRussell Dwayne Thomas — also known as “LaRussell” — donated $11,000 to his hometown businesses in Vallejo.

For other creators, the work is more about drawing attention to issues that matter to them.

“I try to bring fun with positivity,” said Javier Gamblin, also known as 2simplejayy_, a content creator from Oakland who does comedy and food reviews — and even brings awareness to the crisis of homelessness.

“That’s what it’s all about, giving back to the people who helped make you the person you are today,” said Gamblin. “Of course, invest in your work, but do what you can to lift others up as well.”

“I want people to see my videos and either learn something or feel good and laugh.”

For creators like Gamblin, it’s not about simply producing viral videos, but using a platform to support causes that resonate, as well as bringing people together in the community around them.

“I want to share things that actually matter — bringing attention to small businesses everywhere, but most importantly, highlighting homelessness in Oakland,” Gamblin said.

“I grew up there. It was a problem then and even more of a problem now.”

Other Bay Area content creators like Fedora Njajou, known online as fedoramaelle, use their platforms to promote nearby restaurants that are either new or haven’t gained much traction with the public.

Njajou said she mainly focuses on local restaurants, reaching out to places that may want someone to review their food. Some establishments, in turn, have reached out directly to her for support.

“People think food content is just for fun,” Njajou said. “But when you drive by a restaurant that’s just opened or looks like it needs a little love, the impact is real.”

The Bay Area has always had a long tradition of community-centered values, and over time, local business owners have given creators a way to share their experiences. Today, creators like Njajou are carrying that work forward online, and creating conversations in the process.

“I’ve had followers try food they’d never heard of, and businesses reach out to offer me another review because they gained so many customers,” Njajou said.